The 80% Solution

Nobody can do it better than you.  That's obvious.  And impractical.   I learned a long time ago that if someone can do the job 80% as well as you, give it to them.   The results will be better than you expected.   As we have large marketing tasks I've also learned that standard agencies are a waste of money.   In this day of instant communication, anyone who is any good is off on their own.  Which means you get the second string players.   So the best bet is to tap into the community of independents.    In my case they can do the job as well as I could and bring in fresh perspectives.